Joey and Brad have two things going against and they aren't mutually exclusive. One, they are young and aggressive drivers (Joey maybe more so) AND two, they win, which ticks people off. Traditional fans want to see the 48, 4, or 88 bring home the checkered every week so now you have "younger" drivers like K. Bush even along with the 2 and 22 winning their fair share and it ticks people off. People hated watching a young Gordon start dominating the sport...then they loved him.
Would this be getting this much talk if say Chase had done what Joey did??? Probably not, because Chase has yet to win a Sprint race. Or Larson? Or whoever? Probably not....because the 22 has positioned himself in the last 3 years now to win the championship.